NO BABES, NO BIMBOS



Corona Beer isn't into babes-with-beer. They are into promoting the 'Corona mentality.' Laid back, relaxed, hip and cool. New TV, print and outdoor executions of i

‘The tagline is about mentally shifting gears,’ said CME-KHBB/Chicago co-creative director Marshall Ross. Ross worked with art director Dan Bryant to create the campaign.
TV ads, completely devoid of copy, feature a tropical beach scene and lend a sense of escaping the real world. In one, a hand casually reaches over and drops an empty Corona beer bottle into a office-type ‘out’ box. The hand then reaches into the ‘in’ box to retrieve a cold Corona. In another ad, a guy ignores his cellular phone. In a third, the guy and his female companion fly a kite.
Print ads feature a globe and bird’s eye view of North America. A Corona bottle is superimposed over the country of Mexico.
Corona, distributed by Barton Beers, Ltd., Chicago, in approximately half of the country, will advertise in 34 markets.
Copyright Adweek L.P. (1993)